Dr. Mindy Weinstein

And that's also supported with research.

Okay, and I'm glad you even said the word reacted.

So that's actually one of the big theories associated with scarcity.

It's called reactance theory.

We have a physiological reaction.

So it's what you just said of like,

Well, in that example, there was a lot of scarcity.

It was you got exclusive access because you were an American Express cardholder.

You only had this certain amount of time, you know, all of these things at work.

And so you do take action right away without stopping and thinking about it because we have that physiological reaction to it.

That's been another thing we've seen.

And you had probably like felt it like you maybe your hands are a little sweaty and you're like trying to press it.

You're like, oh, my gosh, you feel your heart pounding a little bit more.

They had a cloth running at the bottom.

So there was also time related on top of everything else in there.

Yeah, there was a lot.

I had that happen and actually included the story in my book.

I went to Disney World with my kids and it was like right during COVID.

And so they were restricting certain amount of people going on rides.

And it was the rise of the resistance.